May 3-6, 2015
Rancho Palos Verdes, CaliforniaThis May, agency leaders will converge
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How to use Vine and other video apps for marketing

Lately there has been a lot of buzz about Vine, a new video app. While it isn't the first video app to hit the market, this mobile service allows the user to share a short, six-second video using Twitter. The easy-to-use app with simple Twitter integration has left businesses wondering how they can take advantage of this new tool.

Marketers can potentially use Vine as another tool to attract audiences and generate positive conversations; however, it's important to find the right fit between your business and Vine. The app is great for telling short stories with a distinct beginning, middle, and end. Companies are utilizing Vine to show how they work, share company culture, advertise products or services, and give tutorials about their areas of expertise -- all of which are great content additions for marketing collateral. For example, companies in the food industry can use Vine videos to show restaurant dishes and daily deals, as well as a step-by-step inspiration for making your own meals at home. It's a marketing tool, public relations tool, social media tool, and sales tool all in one, but only if it's planned and utilized correctly.

As always, with any new tool that can be used for both personal and professional uses, there are important do's and don'ts to follow:

Do's and don'ts when using Vine

Don't jump without looking firstWhile it is a fun, new tool to use, it is important not to rush into the app. Play around with it internally before sharing a video with the masses.

Don't forget to have a purposeA person or company must know why they are presenting videos to the world. If Twitter is a micro-blogging platform, Vine is a micro-storytelling app. You will need a micro-plan by using some form of a video planning template.

Do keep content exclusiveIf it looks and feels like something that could have been an Instagram photo, maybe it should have been just that. For example, a six-second video of your breakfast would be much better off as a photo. Take advantage of the unique functionality and storytelling capabilities that a social video app offers.

Do be innovativeFind your niche, and do something inspiring and memorable to keep others watching and sharing your videos. It's no secret that creative content is more compelling, so keep that a priority.

Do pay attention to the marketIt's important to understand what is trending in social media, mobile apps, and video. There's a wealth of really good ideas already brewing out there on Vine. Pay attention, take some notes, and use that information to stay one step ahead.

Do find new ways to tell storiesAdvertise, share, explain -- there is a wide variety of things you can do with this app, so take the time to explore and create your videos. Like Twitter's 140 characters, six seconds isn't a lot. Figure out how you can tell your best possible story in that short amount of time.

It is up to each particular business to decide whether diving into the latest marketing tool is a good fit. Use a standard brainstorming model: "People who watch our six-second videos will [blank] because of [blank]." Your strategy should be based on how you want your audience to react, what you want your audience to do, and why. With Vine, companies can do more than share a picture. For example, they can show how products work and look, giving your audience a better feel for your product or service than a single picture can do.

Many marketers might be thinking: "Six seconds? What can you do with that?" The answer: A lot! First and foremost, six seconds is so short that your audience is more likely to click on a Vine link than a YouTube link simply because they know it isn't going to be long. Also, creating the six-second Vine video only takes six seconds. One current drawback to the app is that prerecorded video can't be used, so it is important to prepare for your video plan beforehand. Make sure to use those six seconds wisely.

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How about 30-second videos using Boca Video, our [free] iPhone app for DIY video-making - fast and easy - using your own photos and voice. Import photos from your camera roll and Facebook albums or take a new photo on the fly. It includes an Instagram-like photo editor - so add filters, arrows, add text and lots more, then record your voice in synch with each image --- using as much time on each image as you wish. Download it from the App Store here: https://itunes.apple.com/us/app/id574501602?mt=8ign-mpt=uo%3D4. Boca Video is ideal for promoting your products, services, and ideas and instantly sharing on Facebook, YouTube, Dropbox, and via email. Think: real estate home tours, auto sales, eCommerce promotions, event blurbs, and more. You can also make how-it-works videos and send field reports to clients and colleagues. Invite video reviews from customers, especially if you're in the hospitality and travel business. Here's How Boca Video Works [we used the app to create this video]: http://youtu.be/GYino6GbCdk